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What Happens When You Switch From Max Clicks To Max Conversions Bid Strategy?

I just switched my campaign. Hi Greg. I just switched my campaign from clicks to conversions, and my impressions have gone down from 100% to less than 25%. Also, my top-of-the-page rate went from 80% down to 50%. Is that normal? The only thing I can think of, Greg, is that you possibly may not have enough conversion data in your campaign when you try to switch. So, first of all, don't focus on clicks anymore because now what will happen is that Google will send you fewer irrelevant clicks. By indicating that you want clicks, Google will provide all sorts of clicks, regardless of whether they are interested in your product or service. Now that you're optimizing for conversions, Google will exclude irrelevant traffic and focus on those it believes are more likely to convert, resulting in less overall traffic.

However, your conversions may increase, the conversion rate may improve, and the cost per conversion may decrease. So, don't just rely on vanity metrics like Search impression share or top-of-the-page impression share. Instead, focus on the three or four most important metrics: conversions, conversion rate, CPA, or ROAS. Has there been an increase or not? I need to know. If all three of those metrics are heading in the right direction, then let it run. All you need to do is gradually increase your budget. Let's say your daily budget is $100 and your cost per conversion is $10, and you switched over to target CPA (tCPA). You'll only get a maximum of 10 conversions a day with a $100 budget ($100 divided by $10). If you want 20 conversions, then you need to increase your budget to $200. However, don't make a sudden jump from $100 to $200. Instead, increase the daily budget by about 15% to 20% every few days, such as $115, then $140, and so on. Let's discuss your conversion data after you've made the switch, and we can see what's happening.

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